ChatGPT (arguably the best AI chatbot on the market) has been trending for a few weeks. In the marketing world, it has people questioning how content (articles, websites, social media) will be shaped by this new tool. Is it a writing aid, a writer replacement or something different? But what we really need to focus on is how ChatGPT will affect businesses period.

ChatGPT's homepage interface. Users type their question or prompt into the white box.

Wait, ChatGPT Isn't Just A Modern Clippy From Microsoft?

It's a little more advanced than Clippy. Microsoft announced today that it will implement this AI tool into the Bing search engine. Effectively, users will be able to enter a question into Bing and receive the answer without having to click on any website links. Think of Google's People Also Ask section on steroids.

This section appears when you search "How to grill a steak" on Google.

The expanded answers to "How to grill a steak" on Google.

This is great news for user experience and worrying news for businesses. If users don't have to visit websites to find an answer, how will businesses be found organically? What will be the point of websites at all?

Content Needs To Be Qualitative

My theory is that businesses need to adjust their content strategy from quantitative information (how to bake a cake in 5 steps) to qualitative information (how my grandma creates new cake recipes every Christmas).

Users looking for the quick answer will find it with ChatGPT. Users looking for deeper knowledge — the human experience, real-life stories, verifiable examples — will still need websites.

Think about it like this: You want to raise chickens. Sure, ChatGPT may tell you what food to buy, what coop to purchase and what chickens lay the most eggs.

ChatGPT's answer to my question, "How to raise chickens?"

This is great information, but you'll probably want to know more than the hard facts. An article written by a chicken-raising veteran that shares personal experiences, pro tips, etc. is just as valuable as the quick answer. Like this awesome article by the Modern Farmer. And it's something ChatGPT can't replicate.

Of course, this is all brand new so who knows the future. But Google is working on it's own AI chatbot (LAMDA) so things are happening.

So, What's A Business To Do About ChatGPT?

I say it's better to have a practiced plan in place. While ChatGPT isn't taking over the web tomorrow, create a qualitative content strategy and practice writing articles now.

Look at your current content strategy through a thought-leadership lens. Think about how your article ideas can be elevated from simple answers to intricate stories.

• Bring in subject matter experts (SMEs) to share their experiences

• Go beyond "what" and "how" questions to answer "why"

• Conduct your own surveys

• Revisit published content to add personal context

Remember that AI can share information but it can't replace lived wisdom. 

From the mouths of babes. Or in this case, robots.

Key Takeaway: Many Eggs, Many Baskets

The moral of this story is one every business owner knows: don't put all your eggs in a single basket. Relying on strictly organic traffic is risky when you're at the mercy of search engines. Here's a few tactics we use to diversify our clients' reach:

• Combination of paid media and organic content

• Consistent, valuable social media presence

• Varied types of content (articles, videos, landing pages, ads)

ChatGPT is making waves that will reach your doorstep. Rather than fight against the current, embrace the ride.

About The Author:

Ashley Montgomery is copywriter & content strategist for Codesmith. Since the days of Content is King, she's helped businesses find their voice with customers. Her other creative outlets include vintage teapots and pyrography.